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Engage Consumers and Build Loyalty
with Data-Driven Marketing
Session 252, February 14, 2019
Suzanne Hendery, VP & Chief Marketing Officer, Renown Health
Linda MacCracken, Senior Principal, Accenture
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Suzanne Hendery, MBA, Vice President &
Chief Marketing Officer, Renown Health
Linda MacCracken, MBA, Senior Principal, Accenture &
Faculty, Harvard Chan School of Public Health
Have no real or apparent conflicts of interest to report.
CONFLICT OF INTEREST
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• Senior & Digital Shift
• Renown Health’s Senior Focus
• Segment and Persona Development
• Leading Practices
• Market Mapping & Marketing Plan
• Key Results
AGENDA
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• Learning Objective 1: Create a micro-segment database of
consumer prospects
• Learning Objective 2: Formulate consumer insights from sub-
segment data
• Learning Objective 3: Identify leading practices for segment-
specific consumer marketing and loyalty group engagement
• Optional Learning Objective 4: Analyze the demographics of a
consumer population at the zip code level to identify key trends
• Optional Learning Objective 5: Develop a marketing plan to
identify and reach target consumer populations
LEARNING OBJECTIVES
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TODAY’S SENIORS ARE CHALLENGING BOOMERS &
APPRECIATIVE SILENTS
81
%
Say tech is a part
of their daily life
56
%
Would use a health
tech platform if their
doc recommended it
TECH
SAVVY
SENIORS
TODAY’S SENIORS
ARE MOBILE
Source: Accenture Consumer Research
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TODAY’S SENIORS DON’T LOOK LIKE
YOUR TYPICAL GRANDPARENTS
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Segmentation enables a more personalized approach, which consumers expect
based on experiential and perceptual competitor offerings.
EXPERIENTIAL
COMPETITORS
Sell experiences that
replace ours
PERCEPTUAL
COMPETITORS
Change expectations
our consumers have
CONSUMER EXPECTATIONS ARE SHAPED BY
EXPERIENTIAL AND PERCEPTUAL COMPETITORS
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CUSTOMER ACQUISITION & LOYALTY
FOLLOWS A 3 PART PATH
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WHO
IDENTIFY WHO
ARE HIGH VALUE
PROSPECTS
• Profile high volume and
high value customer
segments
• Leverage high value
segment margin to
improve system margin
• Identify key pain points
DESIGN WHAT
PROSPECTS
WANT
• Architect value
proposition in
experience design
• Create moments to offer
high value to prospects
• Reach out to likely
responsive prospects
DEPLOY HOW
TO CAPTURE
& ENGAGE
• Omni channel outreach
• Retrieve prior customers
and retain current
customers
• Personalize approach
with ongoing acquisition
engagement
• Track ROI
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WHAT
3
HOW
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• How many of you are tailoring your products / services to the
unique types of Medicare or Senior population?
https://live.eventbase.com/polls?event=himss19&polls=5166
• How many approach this
– Before you know them (before they use the health system or
enroll)
– Once you know them (after they have an assessment and
are enrolled)
– Once they are risk identified (high or rising risk)?
– Once they are in a high risk category (homebound, at risk for
readmission)?
https://live.eventbase.com/polls?event=himss19&polls=5167
POLLING QUESTION 2
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RENOWN HEALTH™
RENOWN REHABILITATION
HOSPITAL
RENOWN SOUTH MEADOWS
MEDICAL CENTER
RENOWN
CHILDREN’S HOSPITAL
RENOWN REGIONAL
MEDICAL CENTER
• Northern Nevada’s healthcare leader
• Serves 17 county region that
includes northern Nevada, Lake
Tahoe and northeast California.
• 946 Beds, 176,000 Acute Days
• 128,000 lives covered by
integrated health plan
• Locally owned, non-profit
IDN and ACO
• Almost 800 doctors with privileges
• Operates hospitals, urgent care
centers, lab services, x-ray and
imaging services, primary care
doctors and dozens of medical
specialties.
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RECOGNIZING BOOMERS AS SENIORS ARE
MORE DIGITAL – THAN SOME GEN XERS
GROWTH RATE
ADOPTION RATE
WEARABLES: Among the
65+ population, wearables
adoption has grown by
264%, more than 5x faster
than the general population
TABLET: 35% of 65+
seniors use a tablet, up
more than 55% in 2015
among those who are
also internet users
SOCIAL MEDIA:
47% of seniors who
use the internet
also used social
media in 2015
DIGITAL VIDEO:
The population of
65+ digital video
views grew by 35%
in 2015, more than
7x faster than the
general population
SMARTPHONE: By 2020,
67% of 65+ seniors who use
the internet will also have a
smartphone
WEB: 63% of 65+ seniors
use the internet,
compared to 80% of the
general population
MOBILE PHONE:
Seniors at parity
in mobile phone
adoption (80%)
with the general
population and
may eclipse it as
early as 2016
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SHAPING THE JOURNEY TO SENIOR
MEDICARE MARKET CONSUMER INSIGHTS
PROJECT
OBJECTIVE
Launch senior customer
microtargeting insights and
analytics to support:
• Enrollment increase in
Renown Health’s Medicare
products
• An evolving Senior Loyalty
Program
CAPABILITIES
• Launch a customer micro-
segment database of 65+ year
old prospects for use by both
the Marketing and IT teams for a
customer data warehouse to
enable micro targeting for
Hometown Health & Renown
Health
• Frame customer segment
insights based on data about the
senior sub-segments
• Identify leading practices for
Medicare Managed Care
marketing and senior loyalty
group engagement
KEY SUCCESS
MEASURES
Campaign Touchpoints:
• Hometown Health: Increased
enrollment of 16%
• Senior Affiliation Group: Lead
generation, health system
touchpoint and participation
in Renown offers
Operational Metrics:
• Enrollment and ROI
• Lead Conversion Rates
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MEDICARE MARKETING WHILE
MEETING NEEDS AND WANTS
CUSTOMER ANALYTICS
Patient Profile: Service patients or
attributed member
Segment Build: Demographics banded
into key segment
Psychographic & Health Risk Factors:
Assign psychographic & behavioral
insights to segments
Segment Profile: In-depth profiles for
customer segments tied to activation and
targeted engagement tactics
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ENGAGING THE SENIOR POPULATION:
WHO, WHAT, HOW
Review demographics
of 65+ population at zip
code level
Identify key behaviors,
lifestyle trends and
preferences
Map senior living
communities, centers and
other event locations
Map segments to counties
and zip codes
Synthesize into custom
super segments to create
manageable target
populations
Understanding geo
concentrations and
key behaviors
Acquire target list that
aligns to marketing
priorities
Develop marketing
plan to identify and
message target
populations
ENGAGE TEAMS
TO UNDERSTAND
SENIOR
SEGMENT &
POPULATION
CREATE
CUSTOMER
SALES &
ENGAGEMENT
PLAN
DEVELOP
UNIQUE
SUPER
SEGMENTS
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CUSTOMER PERSONAS IN RENOWN
HEALTH’S MARKET
25.9% 20.6% 32.3%
9.4%
11.8%
HOMEBOUND
AND STATIONERY
ACTIVE,
WEALTHY
TRAVELERS
65+ POPULATION
NESTING
IN PLACE
ENGAGED AND
LOCALLY ACTIVE
RURAL
ADVENTURERS
6,635
households
Focused on
home
or family
Many no longer
drive
More likely to
require care
May live in
assisted
or facility based
living care
8,350
households
Active ‘go-go’s’
with high-income
careers
Travel US &
Globally
Highly engaged,
upscale
restaurants &
social events
22,854
households
Focused on
home life and
family
Mobile though
more limited to
occasional
dinner or short
trip
Tends to be
more lower-
income
18,292
households
Active socializers
regionally/locally
Sporadic travelers
Technology savvy
Active in community
organizations and
social events
14,528
households
Retirees in rural or
small-town
communities
spending time
outdoors
Active and
sometimes
adventurous
Prefer to be in
nature or at home
rather than in cities
Source: Project Market Profile
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TEAM ALIGNMENT
• Cross functional team workshops – with fun and food
• Training around non-healthcare applications
• Developing the muscle to teach about multiple customer types
• Relaxing to use non-healthcare applications
• Personalizing the segments (naming, story telling)
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MEDICARE MARKETING LEADING
PRACTICES
LEAD WITH
SIMPLE MESSAGES
Attract new customers
with easy-to-understand
messaging that gets them
interested in the product.
IDENTIFY
DIFFERENTIATORS
Communicate key
value propositions that
differentiate from your direct
competitors – especially
when targeting potential
‘switchers.’
BE RELATABLE
AND TARGETED
Avoid jargon and
complicated policy
language. Instead
communicate using
terms that people
understand and that
relate to their lives.
Medicare Marketing has utilized a number of key messaging
tactics to differentiate from competition and drive growth.
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LEAD WITH $0 OR LOW PRICE POINT
RENOWN APPROACH
Utilized $0 cost message in outreach efforts (mailings, billboards)
especially when targeting price-sensitive populations.
Drawing attention to low
cost options creates an
easy ‘hook’ for cost-
conscious seniors.
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• Direct Mail
• Events / Activities with Renown Health/ Hometown Health
• Outreach to senior activity centers/ events
• Presence at community activities/events
• Promotion using lifestyle centered images
MULTI CHANNEL OUTREACH
Digitally Engaged: I do it myself (website)
Digitally Transitional: We do it together
“knee-to-knee”
Digitally Traditional: We do it for you
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RESEARCH LEADS TO RESULTS
ENROLLMENT UP
4.3% Net in Senior Care Plus
16% in Hometown Health
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LESSONS LEARNED
Launching ‘senior’ centered experience design calls for:
• Engaged cross functional teams
• Understanding of customer analytics
Setting up a customer enterprise data warehouse requires
manageable information:
• Prospects
• Micro segments
• Persona segments
• Preferences
• Digital channels
• Prior contacts from multiple databases
True engagement for customer acquisition calls for:
• Multi channel exploration, learning, and contact engagement
• Digital, mail, in person, call
• Testimonials about value and ease of use
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QUESTIONS
LINDA MACCRACKEN
Senior Principal
Customer Engagement
Accenture Health
Email: linda.maccracken@accenture.com
Twitter: @LMacCracken
LinkedIn: www.linkedin.com/in/lindamaccracken
SUZANNE HENDERY
Vice President and
Chief Marketing Officer
Renown Health
Email: shendery@renown.org
Twitter: @healthmktr
LinkedIn: https://www.linkedin.com/in/suzanne-
hendery-apr-ma
PLEASE COMPLETE ONLINE SESSION EVALUATION
